A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving its key business objectives. KPIs vary depending on the goals and nature of the activities, but they should be quantifiable and directly related to the success of the organization. Here are examples of KPIs that we use for activities related to outreach, marketing communications, digital marketing, and PR campaigns:
Sales measurement to the KPIs can help tie your outreach, marketing communications, digital marketing, and PR efforts directly to revenue. Here are modified examples:
Outreach:
- Conversion Rate: The percentage of outreach contacts that result in the desired action (e.g., sign-ups, purchases).
- Response Rate: The proportion of outreach messages that receive a response from the target audience.
- Engagement Rate: Measure of audience interaction with outreach content, such as clicks, likes, shares, and comments.
- Sales Conversion Rate: The percentage of outreach-generated leads that result in actual sales.
Marketing Communications:
- Brand Awareness: Track the increase in brand visibility and recognition over time.
- Customer Satisfaction Score (CSAT): Measure of customer satisfaction with communication efforts.
- Media Coverage: Number and quality of media mentions in targeted publications.
- Sales Influence: Measure the impact of marketing communications on the sales pipeline.
Digital Marketing:
- Click-Through Rate (CTR): The percentage of people who click on a digital ad or link compared to the total who saw it.
- Cost per Acquisition (CPA): The cost incurred for acquiring a new customer through digital channels.
- Website Traffic: Measure the number of visitors and the sources driving traffic to the website.
- Digital Sales Revenue: The revenue generated directly from digital marketing efforts.
PR Campaigns:
- Earned Media Value (EMV): The calculated value of media coverage gained through PR efforts.
- Social Media Impressions: Measure the total number of times a PR campaign is seen on social media.
- PR-Influenced Sales: Measure the sales directly attributed to PR efforts.
By incorporating sales-related KPIs, you can better assess the direct impact of your various activities on the bottom line and refine your strategies accordingly.